Nielsen Media Research confirmed Wednesday that an unspecified number of "programmers" are interested in using its new shifted average audience ratings (SAA), which would create a gross rating based
on multiple exposures of TV programming viewed via time-shifted devices such as digital video recorders or video-on-demand. "There has been interest among the programmers in looking at that data
first," said Pat McDonough, senior vice president-planning and analysis at Nielsen during a conference call the company held with journalists to brief them on plans for the transition to time-shifted
ratings beginning next week. McDonough did not say whether any ad agencies or advertisers have expressed an interest in the new metric, which is similar in concept to the gross average audience
ratings, or GAAs Nielsen developed for the TV syndication business years ago, in which multiple exposures of a syndicated TV show airing in the same market are combined into a gross rating. She said
the SAAs are a new metric and currently are more of an analytical tool, and that Nielsen does not have any imminent plans to integrate them into the official time-shifted ratings streams it will begin
reporting next week.
advertisement
advertisement
Read the whole story at MediaDailyNews »
